150 years ago, Gerard Adriaan Heineken founded our Company. From day one he was driven by the desire to create a business that was both successful and sustainable. A visionary, his focus was on creating a high-quality beer that tasted the same wherever it was enjoyed and on conducting business in a way that had a lasting and positive impact on society. The city of Amsterdam benefited significantly from his decision to start a business in his home town. He built employee housing, invested in social programmes and helped to make Amsterdam a centre for culture. He was also a pioneer in engaging with stakeholders, listened to residents’ concerns about the noise and smell of his brewery and took the decision to relocate it from the centre of town to the outskirts of the city.

Creating shared valueFast forward 150 years and the values on which HEINEKEN was built remain at the core of how we think and conduct business. Nothing demonstrates this better than ‘Brewing a Better Future’, our long-term approach to sustainability and one of our key operational priorities for the business.

Its aim is to create shared value across all of our stakeholders by focusing on the delivery of concrete commitments in four areas that we can directly impact through our operations:
• Protecting water resources
• Reducing CO2 emissions
• Sourcing sustainably
• Advocating responsible consumption.HEINEKEN is a global company that spans many industries – agriculture, manufacturing, hospitality, and transport to name just a few. Our focused approach creates a strong platform for meaningful engagement and sharing ideas across all our stakeholders. This engagement is beginning to stimulate new ideas and thinking that have a clear, positive impact on our business and for society – our local sourcing initiatives in Africa and our highly differentiated approach to advocating responsible consumption are just two examples.

Making progress
As you read this report, you will see that we are making progress - not only against our 2015 goals - but also towards the ambitious targets we have...

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Introduction 3
Issues Raised 4
Textbook Questions 5
References 6
Introduction
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